The Functionality Factor

By: Meredith Hollihan, Mintel

Posted: April 20, 2009

Today’s consumers are more in tune to their bodies than ever before, with many seeking products that will further enhance their physical, mental and emotional condition. Globally, functional foods and beverages have been exhibiting growth across categories, demonstrating rising interest in products that promote health and general wellbeing. Many consumers believe that the consumption of a food or drink item should provide a benefit. Thus, functionality, from a health standpoint, has become a key measure that individuals use to justify their food and beverage choices.

A Clearer State of Mind

“Lack of clarity and sharpness” is a common complaint among stressed or tired adults. Overbooked schedules, married with generally hectic lifestyles, leave many feeling disorganized and clouded in their thought processes. Recognizing this group’s need for improved cognitive functioning, manufacturers have responded by designing products that healthfully stimulate brain activity.

For instance, in Canada, a niche manufacturer of functional beverages called MD Drinks has introduced its Brainiac variant in a Carambola Punch flavor. In a market overflowing with functional beverages, MD Drinks’ Function Brainiac stands out for its adoption of the dietary supplement “ginkgo biloba”—a leaf that can increase cognitive functioning, according to health studies. In fact, consumers seeking supplements to improve their mental clarity have long relied on ginkgo biloba. Now, with Function Brainiac, those hoping to develop their brain health can consume ginkgo biloba in a tastier and more pleasant format. Moreover, the ingredients housed in Function Brainiac combine to improve the mind’s memory, mental clarity and mood.

For a Healthy Heart

In the sea of global functional foods and beverages, products standing on a heart health platform are especially visible, with recent health studies educating more consumers about the causes of heart disease. Mintel’s Global New Products Database (GNPD) indicates that the functional cardiovascular claim grew in global food and drinks products by 44% from 2007 to 2008. Taking a cue from this, more companies are likely to introduce preventative heart health-based products in the future to help consumers combat their chances of falling victim to heart disease.

Heart Beet, an organic beetroot juice introduced by United Kingdom-based beverage maker James White, is a good example.Mostly known for its farm-pressed apple juices, the firm has expanded its lineup with the launch of a new organic beetroot juice that contains higher levels of nitrate, intended to lower blood pressure. The company’s Web site also quotes some health studies suggesting that nitrate can act as a “natural aspirin” in preventing blood clots and shielding the lining of blood vessels. Manufactured with organically grown crushed beetroots and apples, Heart Beet does not contain concentrates and preservatives.

Beauty Benefits

A mentionable number of food and beverage companies are manufacturing their brands with carefully chosen ingredients to treat and beautify the skin. Topical creams, moisturizers, and cleansers were once the traditional remedies that consumers turned to for their skin issues. However, now that several food and drink items have adopted the “beautify you” stance, more curious consumers look to foods and beverages to attain their beauty benefits in an edible form.